Sinnesmarknadsföring: En jämförelse mellan två galleriors tillämpning av sinnesmarknadsföring
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Purpose: The purpose of this study is to analyze the application of sensory marketing in malls.
Problem discussion: The competition between malls is increasing, where visitors are increasing demands on the shopping malls layout. Shopping malls surface and its atmosphere becomes essential in the design of a mall so it will be attractive enough. Sensory marketing can be an appropriate method to stand out from the crowd and attract visitors. Sensory marketing is a process of engaging visitor’s senses to create a strong relationship between the brand and visitors. When the five senses are stimulated it creates a relationship with the brand on more levels, which in turn contribute towards that the customer is willing to spend more money on the brand.
Theory: The theory includes a presentation of sensory marketing, the human five senses: hearing, sight, touch, smell and taste, brands and a model of the holistic pentagon.
Method: The study is both quantitative and qualitative. A triangulation will be applied consisting of interviews, survey and observations. The data were analyzed using selected theories.
Results and conclusion: The result of the paper shows that sensory marketing, stimulation of the human five senses contribute to an increased positive attitude towards the brand. Application of sensory marketing is therefore a good way to differentiate itself from competitors.
Place, publisher, year, edition, pages
2013. , 72 p.
Sinnesmarknadsföring, Marknadsföring, Galleria, Varumärke, Människans fem sinnen
IdentifiersURN: urn:nbn:se:sh:diva-22481OAI: oai:DiVA.org:sh-22481DiVA: diva2:698569
Subject / course
UppsokSocial and Behavioural Science, Law
Vigerland, Lars, Högskolelektor
Borg, Erik, Professor